On November 8th local time, a group of photos named “There must be a better way” was uploaded to “Snapshot” Haier website by Marco, a netizen from France. In one of the photos, a girl is upset looking at a blackboard full of mathematical formulas. In another photo, the label of a piece of red clothes is being shot by a cell phone. In the lower left is “Discovering all function of the H-Wash 500”.
After the communication between Haier’s staff and Marco, it is known that he is an adman. While looking for creative inspiration online, he was attracted by Hoover's funny and playful video creativity. Thus, he shot the photos.
According to Marco, he often searched online for excellent advertising cases to study and was blown away by Hoover's creative video. In the video, the performers’ show is exaggerated from weighing, calculating the amount of detergent and softener via complex mathematical formulas, accurate measuring with a measuring cup to being in a dilemma on which washing procedure to use. Then, in the video comes a caption, “There must be a better way”.
Then, a Hoover H-Wash 500 washing machine suddenly appears. What one needs to do is just shot the clothing label with a smart cell phone. Then, the washing machine can automatically match the best washing procedure and the best amount of detergent according to fabrics, colors and weight. With a sharp contrast, the function and advantages of the product are humorously and vividly displayed, being deeply impressive .
It is found online by Haier’s staff that this is a video series of Hoover products. Besides washing machines, the series includes 7 other star products of Hoover such as dryers, steam mops and air purifiers. Every video, which lasts 30 seconds, tells users how to resolve life problems with a Hoover product.
As a sub-brand of the high-end brand Candy owned by Haier Smart Home, Hoover has been dedicated to providing highly reliable and outstanding products in Europe for over 100 years. In this video series, Hoover innovatively combines the video language with its brand image, directly showing its brand value and the characteristics of its products.
As the most globalized Chinese enterprise, Haier Smart Home’s guidance is “Getting up close and personal with users”. During the globalized establishment of its own brand, Haier Smart Home is constantly exploring and innovating the ways and channels of communication with users. With the great performance of Hoover, the process of globalization of Haier Smart Home will be promoted.
